specs/SD-0001-mvp-sign-up-and-single-storefront.md

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 ### 1.1 Executive Summary
 
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+Independent merchants who want to sell online need a commerce platform that
+treats them honestly — and today Wiggleverse has nothing to offer them: no way
+to exist on the platform, no storefront to own, no surface to manage. This
+design delivers the first real value of ecomm: a person can become a merchant —
+establish their identity, claim their one storefront, and stand on a stable
+management surface — in every environment the platform runs in, from day one.
+The beneficiaries are the first merchants (who can finally exist on the
+platform) and the ecomm line itself (every subsequent capability — catalog,
+orders, checkout — gains a real account-and-storefront spine to attach to,
+instead of mocks). Just as importantly, it proves the platform can be brought
+to life anywhere from nothing: a fresh, empty environment reaches "first
+merchant, first storefront" through the product alone, with no hand-seeded
+data — so launching the real service is an ordinary, rehearsed act rather than
+a one-off ritual.
 
 ### 1.2 Background
 
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+ecomm is Wiggleverse's multi-tenant, OHM-grounded alternative to Shopify — a
+commerce platform whose mechanics are accountable to the
+[OHM concept corpus](https://ohm.wiggleverse.org) (no dark patterns, data
+minimization, durable addressability, honest pricing). The product was explored
+in a first-pass prototype (`wiggleverse-ecomm-prototype`, releases R01–R07,
+189 scenario-bound tests) built against a harvested corpus of ~1,238 BDD
+scenarios describing Shopify's behavior. That prototype is read-only prior art;
+`wiggleverse-ecomm` is the clean greenfield rebuild, stood up 2026-06-10 with
+its architecture intentionally undecided until this design.
+
+The strategic moment: the rebuild has repos, an issue tracker, and a charter —
+but no app code and no users. Everything in the product line queues behind one
+question: *how does a person come to exist on the platform and own a
+storefront?* Until that is answered for real — against real persistence, in
+real environments — no other capability can ship honestly.
 
 ### 1.3 Business Actors / Roles
 
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+| Role | Responsible for (in the business) |
+| --- | --- |
+| **Merchant** | A person running a (small) commerce business who wants to sell under their own storefront: they decide to join a platform, establish their business presence on it, and manage that presence over time. |
+| **Platform operator** | The person/org running the ecomm service itself: stands up and maintains the environments the platform runs in, and is accountable for the service being available to merchants. |
+| **ecomm team** | Builds the platform; needs each capability to rest on real, shippable foundations rather than mocks. |
+
+(Shoppers — the merchants' customers — are deliberately *not* an actor in this
+design; nothing here is shopper-facing yet. See §1.7.)
 
 ### 1.4 Problem Statement
 
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+A person cannot become a merchant on ecomm. There is no way to establish an
+identity on the platform, no way to claim a storefront, and no surface from
+which to manage one — the platform has no users because it cannot have users.
+And even if it could, there is today no defined path from "fresh, empty
+environment" to "working platform serving its first merchant": local
+development, pre-production, and production bring-up are all undefined, so
+nothing built on top can ever actually launch.
 
 ### 1.5 Pain Points
 
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+| # | Pain | Who feels it | Cost / frequency today |
+| --- | --- | --- | --- |
+| PP-1 | No way to establish an identity on the platform — a would-be merchant simply cannot exist on ecomm. | Merchant | Total exclusion; blocks every merchant, always. |
+| PP-2 | No way to own a storefront or reach a management surface — even an identity would have nothing to hold. | Merchant | Total; there is no unit of "my business" on the platform. |
+| PP-3 | Every subsequent capability (catalog, orders, checkout, policies) has nowhere real to attach — work would have to build on mocks and be redone. | ecomm team | Blocks the entire product line; rework risk on everything shipped against fakes. |
+| PP-4 | No defined, repeatable path from an empty environment to a working platform — bring-up of dev, pre-prod, and prod is folklore. | Platform operator | The service cannot launch anywhere; every environment question is open-ended toil. |
 
 ### 1.6 Targeted Business Outcomes